PROCTER & GAMBLE
AT THE SUPER BOWL
To generate excitement for Procter and Gamble at the NFL Experience during Super Bowl Week, Allied Experiential designed and produced the “Fumble Frenzy” – a six player competition that rewarded players who recovered the most footballs. The set also included a custom, shoppable P&G product display wall & sampling station and the Pampers Airstream which featured upscale changing/nursing rooms.
Each “Fumble Frenzy” player stepped up to a lever operating a giant helmet branded with one P&G brand including Gillette, Head & Shoulders, Olay, Old Spice, Pampers and Tide. Throughout the six days of the promotion, players competed to recover the most footballs in one-minute rounds. Prizes included Amazon gift cards and the chance to win a pair of tickets to Super Bowl LIV. Professional sports announcers and a roaming emcee introduced each player and called each game.
Brand Ambassadors and Cheerleaders managed the crowds, totalling almost 100,000 people, and pumped up the players. In a custom-built sample hub, guests were able to scan QR codes to receive a sample bag filled with Olay, Tide, Gillette and Pampers products to take home.